This panel considered how marketers can become truly influential in driving business transformation beyond the immediate domain of marketing – through culture and practice.
It is about total business impact, not just marketing effectiveness
- We need to think beyond marketing effectiveness to total business impact and transformation.
- Which means thinking beyond the marketing budget to rediscover the excitement of doing business rather than just living in the paid for media space and creating campaigns.
The problem of growth in the current business landscape
- For most businesses easy, embedded growth has dried up – the single biggest challenge businesses face is profitable, top-line growth.
“In the past there was ’embedded growth’, largely from developing markets. If the economy grew you grew. That is gone”
Mark Luce, SABMiller timecode 13.15
- With all the easy growth gone, brands are increasingly having to find growth in uncomfortable places – new businesses models, new ways of doing things, challenging conventional organisational structures, ways of doing things and engaging with customers.
- Growing means transforming not just finding a better way of doing the same thing.
The right mix of talent
- We need a ‘whole brain’ environment from the right grouping of different people who together have mastery of the broad range of skills now required – it’s all about assembling the right team, no individual can be master of everything that success now demands.
“Clients are world-class strategists and evaluators, whereas agencies are full of great illuminators, dramatisers and storytellers. But it’s getting harder to tell those people apart.”
Bart Michels, Kantar timecode 11.17
- It’s important to understand what is on the CEO’s agenda and what type of CEO they are – for instance are they a turn-around CEO or one more focussed on growth of an already successful business.
- Are you aligned with the CEO’s agenda and delivering against it, asking the right questions and addressing the right problems?
- Increasing marketing effectiveness and effecting business transformation is about behaviour change, which means understanding how people make decisions – marketers and agencies have a big advantage here, the magic of understanding customers in the business we are in.
“The thing that we bring to bear is the magic of understanding customers and people.”
Jan Gooding, Aviva timecode 27.00
Keep innovation going to effect business transformation
- We need to beware of becoming trapped in the comfort zone and bubble of success that comes with a successful campaign – one of the hardest things is to create a ‘burning platform’ when you don’t have one!
- Successful businesses think upstream, look ahead and invest in continuous brand rejuvenation.
- An element of consistency is important, with the North Star of a higher purpose (e.g. Aviva’s ‘Help people retire well’) but we have to continuously reinvent what we do – brands are way more flexible than we give them credit for, sometimes we over revere them.
Chair: Ravi Mattu, Editorial Director, FT²
Jan Gooding, Group Brand Director, Aviva
Chris Hirst, European and UK Group CEO and Chair of IPA Effectiveness Leadership Group, Havas
Mark Luce, Group Marketing Operations Director, SABMiller
Bart Michels, Global CEO & UK Country Leader, Kantar Added Value & Kantar
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA